While widely considered to be Canada’s National Cocktail, the Caesar is undoubtedly the most polarising. Canadians either love them, or hate them. Which is why, to launch their new pre-mixed Craft Caesar, the team at Walter is focusing on the latter.

Created by Camp Jefferson – and slated to run across digital, OOH and print – the new, bold campaign employs Caesar hater 'de-testimonials.' A stark departure from the conventional approach commonly found across the ready-to-drink (RTD) category, the campaign demonstrates that the Walter Pre-Mixed Craft Caesar simply isn’t for everyone. In doing so, the campaign makes the case that “the more Caesar haters hate it, the more Caesar lovers will love it.”